It’s October, the start of the holiday season. Every strip mall has its Spirit, Halloween City pop-up displayed. To me this was the original pop-up retailer. Now there are pop-up restaurants, pop-up shops, and even pop-up museums outside the holiday season.
Just a few years ago pop-ups were just used for experiential marketing, testbeds of new products, or e-businesses looking to take the leap into brick-and-mortar. Now the concept has become a $50 billion industry, reported Institutional Real Estate Americas in 2017.
The short-term shopping experiences have now become legitimate sources of revenue for the retail industry, which has had 8,000 U.S. store closures announced so far this year due to retailers suffering various pressures.
A new solution: retailers are expanding into the hotel sector by using the pop-up strategy. Here-for-now hotels create a
